We all know the various datapoints: consumers check dozens of websites before making a purchase of a travel product and often spend hours, days and weeks doing so.
But consumers are beginning to change their search and browsing habits, with other products becoming more prominent earlier in the journey.
These include elements such as activities and experiences, which find themselves being considered alongside the more functional parts of a trip (getting to a destination and where to stay).
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Google, of course, is at the heart of all this and sits on enormous amounts of data that, it says, helps create a better search experience for travelers.
What is new in recent years is the role of machine learning and how it influences that process.
Here, speaking at Phocuswright Europe in Amsterdam, is Thijs Van As, the lead product manager on Google Flights.
In this Tech Talk he explains how machine learning, data and other modern technologies can improve the travel experience.
Also how Google thinks about solving pain points and friction across the travel journey - from inspiration to research, booking and the on-trip experience.
Tech Talk: Google - Thijs Van As - Phocuswright Europe 2019